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© Proxama 2015 Smart Phone vs Smart Thing Beacon Networks and IoT Dr Neil Garner Founder
© Proxama 2015
Smart Phone vs Smart Thing
Beacon Networks and IoT
Dr Neil GarnerFounder
© Proxama 2015
Proxama PLC (LSE: PROX) is a global mobile proximity commerce platform company.
Proxama’s CardGateway® platform allows banks and FIs to securely transition their card portfolio onto mobile for NFC contactless payments. The acquisition of Aconite creates an an end-to-end solution set including chip and PIN migration, tokenization and card issuance management.
Proxama’s award-winning TapPoint® proximity marketing platform connects physical and digital assets via mobile to increase consumer engagement, retail sales and loyalty across a network of high footfall locations.
About Proxama
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© Proxama 2015
Smart Phones interacting with Physical Things
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Connecting physical assets with mobile consumers to drive commerce
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Evolving Physical World Commerce
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Connecting the physical with mobile to drive commerce
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Reminder On State of Mobile Proximity Technologies
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iPhone 6 now includes NFC as standard but ONLY for PAYMENTS
Bluetooth & NFC standard now in ALL new Android, Windows, Blackberry and iOSsmartphones
Bluetooth (Beacon) technology is the best for PUSHing close proximity content with Geofenced Push Messaging for wider regions
NFC best for PULLing content, payments, redeeming offers & actively engaging, QR for iPhone due to limited NFC on iOS
No need to select or open App to trigger interactions with NFC or Bluetooth
© Proxama 2015
Proxama Corporate Overview
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Airports Town/City Centre Public Transport/Buses
High Footfall Locations
Beacon Proximity Marketing How does it work for OOH?
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Now rolling out beacons across Restaurants, Cafes, Bars, Pubs & Clubs
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Building the largest Mobile Proximity Network in the UK
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Closed Private Proxama Network
Used exclusively for messaging existing customers/app owners. No advertising accepted.
Network owner restricts who advertiseson network.
Open to all advertisers with network owner managing a blacklist
‘Retailer A’ deploys a network of beacons within their stores. These are used to send offers/customer updates
to those who have their app installed on their phone
Outdoor ‘Media Owner A’ sells campaigns exclusively on all beacons placed within pubs and bars.
All campaigns must be booked through ‘Media Owner A’.
A nationwide network of beacons which may (depending on individual agreement) include beacons within the private networks. ‘Brand A’ will book their
campaign directly with Proxama.
Beacon ownership and Network ownership
© Proxama 2015
Named after the Eddystone Lighthouse in the UK
As it’s an open source project they didn’t want to name it
‘Google Beacon’ and guidelines state explicitly not to ever
refer to it as ‘Google’
Beacons now need to support Ibeacon (Apple) & Eddystone!
Includes support for an on-line Google Directory of Beacons
& services
Supports a wider number of use cases:
• Integration into Browser (Chrome)… Things near me
• Data from Beacons: Sensors like Temperature, etc.
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Eddystone for Smarter Beacons
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Proxama Local Mobile Marketing & Offers Platform for Cities
OverviewInnovate UK – Investing in digital technologies to re-invigorate the high street – Proxama secured £1.1m to invest technology for the High Street and SMEs
Consumer Engagement – Launched in Norwich Over 1 million unique visits
50 independent retailers
250 beacon advertising network
Average Click Through Rates of 17%
Opportunities for Businesses
Engage shoppers passing stores
Engage community while they travel
Low cost way to have a marketing/loyalty App
Smart Cities - Loka
© Proxama 2015
Proxama’s Loka local offers App enhanced with Apple Watch
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Smartex: NFC Wearable Apps
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Beacons rolling UK-wide out for Smarter Proximity Interaction
Airports High Streets Shopping Malls Stadia/Events venues Trains & Buses Train Stations Retail Stores Point-of-Sale
Generally High Footfall or High Dwell-time locations
Media Owner or Landlord shares ad revenue
‘Black Box’ for Beacon can include other tech and sensor for IoT/Smart City applications
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Apple Pay now paves the way to consumer adoption of the Mobile Wallet
Coming soon…
Phone for transaction at POS or
Proximity Triggered Transaction Anywhere
… With Card & Cardholder presence reducing fraud risk
